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Marketing Your Library’s Physical Space
 

Marketing Your Library’s Physical Space

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Using bookstore modeling to increase circulation in public libraries

Using bookstore modeling to increase circulation in public libraries

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    Marketing Your Library’s Physical Space Marketing Your Library’s Physical Space Presentation Transcript

    • Marketing Your Library’s Physical SpaceSigns, displays & collections…Oh My!
    • Think Marketing Asan experiment, think about the one product that you would like more people to use in your library. Then answer these two questions: 1. Who is going to use this product? 2. What need is it filling? M Word Blog 9/10/08
    • Does your Library look like this? Wichita City Library Bookmobile (1925)Rutherford B.HayesPresidentialLibrary (1952) Oxnard Public Library (date unknown)
    • When it could look like this…Seattle Public Library, WA Mount Laurel Library, NJ Kendallville Public Library, IN Allen County Public Library, IN
    • The BIG Question…Isn’t all about money?
    • Sensory Perception Audit (SPA) What is it? Who conducts this audit? How to conduct the audit?
    • SPA Continued Big Picture (before you begin)  Who is the target market?  What is the lifestyle of the target market?  Can you describe your library’s style in three words or less?  What kind of atmosphere does the building and surrounding area convey?
    • SPA Continued Outside  Curb Appeal and Traffic Flow • Parking Lot & Walkways • Book Drop Access • Grounds  Entryways • Signage • Waiting Areas • Information Center • Traffic Flow
    • SPA Continued Inside  Public Services Landscape • Circulation • AV • Other Public Areas  Target Market Landscapes • Youth • Teens • Adult  Internal Customer Landscape
    • SPA Concluded Next Steps
    • Bookstore Model What is the appeal?  Location  Welcome!  Layout & signage  Food, drink and entertainment What can we learn?
    • Smell & Music Scent Marketing  Odor associations • Cinnamon, coffee, apples • Orange • Lemon • Wood Music  Affects on purchases/check-outs and quantity  Target Market
    • Food & Drink Already in many libraries Policies
    • Signage Color Contrast Font/Shape  Rule of 25 Finish Pictograms Nova Scotia, Canada Industry standards • ADA standards
    • Signage Instructional  Describes behaviors, rules, etc. Way-finding  Knowing where you are, how you got there and how to get out Identification  Identifies something (staff person’s desk, vending area, meeting room)
    • Lighting Brightness Be aware of glare Create “areas” in the library
    • Technology Blogs Wikis RSS feeds Social Networking
    • Merchandising Library Layout  Power Aisles  Traffic Patterns Collection Organization  Dewey-less plan  Popular genre break-out • Booklists (If you like…)
    • Merchandising Displays  Recommendations  Frequency  POCO  Spice up your displays
    • Merchandising: the New Jersey Model Trading Spaces program  New spaces  Display areas  Self check stations  Morning briefings  Greeters
    • Merchandising The Act of Merchandising & attractive visual display  New Jersey • ALL staff Full time staff/Part time staff • Key factors  Displays full  Mix spines & covers  15 books per shelf minimum  No empty wall slats • Mess = Success
    • Merchandising
    • Merchandising
    • Merchandising
    • Merchandising
    • Merchandising: New Jersey Continued Layers of service  Info desk  Phones  Greeters
    • Mount Laurel PL, NJ
    • Greeters Basics  1 hour shifts  ALL staff What they do… What they don’t do…  A S K method
    • Staff Involvement Communication  Planning, implementing, maintenance  Talking Points (NJ) Recommendations  Walkabouts (NJ) Training& Cross Training Experts/hobbies
    • Patron Satisfaction Ask!  What do they want their library to be?  What type of services do they wish to have available? Communicate!
    • Patron Communication
    • Third Place Itisn’t home, it isn’t work, it is a “third place” What makes a third place?  Casual, welcoming/inviting  Social, comfortable
    • What are the experts saying?
    • Tech Impact on Libraries? Physical footprint of the collection reduced by at least 50 percent Majority of reference questions will be answered through Internet Q and A sites No longer be reference desks or reference offices in the library. Ebooks and ebook readers will be the standard. A large number of libraries will no longer have local OPACs. Logan Ludwig, PhD Loyola University, Chicago
    • 10 Simple Tips Have windows professionally cleaned inside & out. Add small flower bouquets at each service desk Play Celtic, harp, jazz, flute or guitar music softly over PA system Change reading lamps to pink light bulbs. The light is softer and easier on the eyes Fill high ceilings and large wall space, hang banners or other lightweight fabrics
    • 10 Simple Tips Continued Check the dumpster area, clean up broken glass or debris Place artificial greenery around tops of bookshelves, this adds texture and color Clean all countertops with ammonia or vinegar- based cleaner “Wallpaper” behind service desk with solid color wrapping paper, creating a unified focus throughout the library Check high-touch areas in need of cleaning or replacing Julia Cooper, MLS, MBA Marketing Consultant, Ohio
    • Free or Cheap & Easy Spine out/Face out Cleaning (shelves, keyboard, light switches) Painting Sensory Perception Audit Greeters Signage updates Collection organization
    • Recommended Sites http://themwordblog.blogspot.com http://www.sjrlc.org/tradingspaces/ http://in.webjunction.org/marketing http://www.elearnlibraries.com/index.html
    • Works CitedCooper, Julia. “How to Evaluate Your Library’s Physical Environment.” Marketing Library Services, May/June 2007. http://www.infotoday.com/MLS/may07/Cooper.shtml. Accessed 9 July 2008LaPerriere, Jenny and Trish Christiansen. “Work it Baby! Merchandising to Increase Circulation.” http://www.cal-webs.org/handouts05/WorkItBaby.pdf. Accessed 15 August 2008.Ludwig, Logan. “Designing Libraries for the Electronic Age.” CD-Rom from June 3, 2008 presentation.Rippel, Chris. “What libraries can learn from bookstores: Applying bookstore design to public libraries.” http://www.ckls.org/~crippel/marketing/bookstore.html. Accessed 9 July 2008.
    • Works CitedSouth Jersey Regional Library Cooperative. “Trading Spaces Project” http://www.sjrlc.org/tradingspaces/. Accessed 15 August 2008.Woodward, Jeanette. Creating the Customer Driven Library: Building on the Bookstore Model. Chicago: American Library Association, 2005.Vlahos, James. "Scent and Sensibility.“ The New York Times. September 9, 2007. http://www.nytimes.com/2007/09/09. Accessed 15 August 2008.
    • Questions? Jessica Jacko Indiana State LibraryProfessional Development Office 317-650-8492 jjacko@library.in.gov